Mark Silber executive creative director Joule said avoid fighting the last war when it comes to thinking about tablets. When we first started doing web sites we did brochure ware. you would do what worked before. in early days of TV it was 'lets take radio and have announcer read it to you.' That's fighting the last war: looking at tablets and saying 'It's sort of shaped like a PC and a little like a smart phone.' What I do is say let's think about what the user is actually doing. and walk through stages they are going through."